Chapter 07 Consumers, Producers, and The Efficiency of Markets

Principles of Economics, Ninth Edition
N. Gregory Mankiw
PowerPoint Slides prepared by:

V. Andreea CHIRITESCU
Eastern Illinois University
N. Gregory Mankiw, Principles of Economics, 9th Edition © 2021 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in 1
part.
Chapter 7
Consumers, Producers, and the Efficiency
of Markets
N. Gregory Mankiw, Principles of Economics, 9th Edition © 2021 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in 2
part.
Consumer Surplus, Part 1
• Welfare economics
– The study of how the allocation of
resources affects economic well-being
• Benefits that buyers and sellers receive from
engaging in market transactions
• How society can make these benefits as large
as possible
• In any market, the equilibrium of supply and
demand maximizes the total benefits received
by all buyers and sellers combined
N. Gregory Mankiw, Principles of Economics, 9th Edition © 2021 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in
3
part.
• Willingness to pay
– Maximum amount that a buyer will pay for
a good
– How much that buyer values the good
• Consumer surplus
– Amount a buyer is willing to pay for a good
minus amount the buyer actually pays
– Willingness to pay minus price paid
4
part.
Table 1 Four Possible Buyers’ Willingness to Pay
Buyer Willingness to Pay
$100
Taylor
80
Carrie
70
Rihanna
50
Gaga
part. 5
– Measures the benefit buyers receive from
participating in a market
– Closely related to the demand curve
• Demand schedule
– Derived from the willingness to pay of the
possible buyers
6
part.
Figure 1 The Demand Schedule and the Demand
Curve
Quantity
Price Buyers
Demanded
More than $100 None 0
$80 to $100 Taylor 1
$70 to $80 Taylor, Carrie 2
$50 to $70 Taylor, Carrie, 3
Rihanna
$50 or less Taylor, Carrie, 4
Rihanna, Gaga
The table shows the demand schedule for the buyers (listed in Table 1) of the mint-condition
copy of Elvis Presley’s first album. The graph shows the corresponding demand curve. Note that
the height of the demand curve reflects the buyers’ willingness to pay.
part. 7
• At any quantity, the price given by the
demand curve
– Shows the willingness to pay of the
marginal buyer
• The buyer who would leave the market first if
the price were any higher
• Consumer surplus in a market
– Area below the demand curve and above
the price
8
part.
Figure 2 Measuring Consumer Surplus with the
Demand Curve
part. 9
• A lower price raises consumer surplus
1. Existing buyers: increase in consumer
surplus
• Buyers who were already buying the good at
the higher price are better off because they
now pay less
2. New buyers enter the market: increase in
consumer surplus
• Willing to buy the good at the lower price
10
part.
Figure 3 How Price Affects Consumer Surplus
part. 11
– Benefit that buyers receive from a good
• As the buyers themselves perceive it
– Good measure of economic well-being
– Exception: illegal drugs
• Drug addicts are willing to pay a high price for
heroin
• Society’s standpoint: drug addicts don’t get a
large benefit from being able to buy heroin at
a low price
12
part.
Producer Surplus, Part 1
• Cost
– Value of everything a seller must give up
to produce a good
– Measure of willingness to sell
• Producer surplus
– Amount a seller is paid for a good minus
the seller’s cost of providing it
– Price received minus willingness to sell
13
part.
Table 2 The Costs of Four Possible Sellers
Seller Cost
Vincent $900
Claude 800
Pablo 600
Andy 500
part. 14
• Producer surplus
– Closely related to the supply curve
• Supply schedule
– Derived from the costs of the suppliers
• At any quantity
– Price given by the supply curve shows the
cost of the marginal seller
• Seller who would leave the market first if the
price were any lower
15
part.
Figure 4 The Supply Schedule and Supply Curve
Quantity
Price Sellers
Demanded
$900 or more Vincent, Claude, 4
Pablo, Andy
$800 to $900 Claude, Pablo, 3
Andy
$600 to $800 Pablo, Andy 2
$500 to $600 Andy 1
Less than $500 None 0
The table shows the supply schedule for the sellers (listed in Table 2) of painting services. The
graph shows the corresponding supply curve. Note that the height of the supply curve reflects
the sellers’ costs.
part. 16
• Supply curve
– Reflects sellers’ costs
– Used to measure producer surplus
• Producer surplus in a market
– Area below the price and above the
supply curve
17
part.
Figure 5 Measuring Producer Surplus with the
Supply Curve
In panel (a), the price of the good is $600 and the producer surplus is $100.
In panel (b), the price of the good is $800 and the producer surplus is $500.
part. 18
• A higher price raises producer surplus
1. Existing sellers: increase in producer
surplus
• Sellers who were already selling the good at
the lower price are better off because they
now get more for what they sell
2. New sellers enter the market: increase in
producer surplus
• Willing to produce the good at the higher
price
19
part.
Figure 6 How Price Affects Producer Surplus
part. 20
Market Efficiency, Part 1
• The benevolent social planner
– All-knowing, all-powerful, well-intentioned
dictator
– Wants to maximize the economic well-
being of everyone in society
• Economic well-being of a society
– Total surplus
– Sum of consumer and producer surplus
21
part.
• Total surplus = Consumer surplus +
Producer surplus
• Consumer surplus = Value to buyers –
Amount paid by buyers
• Producer surplus = Amount received by
sellers – Cost to sellers
• Amount paid by buyers = Amount received by
sellers
• Total surplus = Value to buyers – Cost to
sellers
22
part.
• Efficiency
– Property of a resource allocation
– Maximizing the total surplus received by
all members of society
• Equality
– Property of distributing economic
prosperity uniformly among the members
of society
23
part.
• Gains from trade in a market
– Like a pie to be shared among the market
participants
• The question of efficiency
– Whether the pie is as big as possible
• The question of equality
– How the pie is sliced
– How the portions are distributed among
members of society
24
part.
• Market outcomes
1. Free markets allocate the supply of
goods to the buyers who value them
most highly
• Measured by their willingness to pay
2. Free markets allocate the demand for
goods to the sellers who can produce
them at the least cost
25
part.
Figure 7 Consumer and Producer Surplus in the
Market Equilibrium
part. 26
• At market equilibrium, social planner
– Cannot increase economic well-being by
• Changing the allocation of consumption
among buyers
• Changing the allocation of production among
sellers
– Cannot rise total economic well-being by
• Increasing or decreasing the quantity of the
good
27
part.
• Market outcomes
3. Free markets produce the quantity of
goods that maximizes the sum of
consumer and producer surplus
• Market equilibrium
– Efficient allocation of resources
• The benevolent social planner
– “Laissez faire” = “let people do as they
will”
28
part.
Figure 8 The Efficiency of the Equilibrium Quantity
part. 29
• Adam Smith’s invisible hand
– Takes all the information about buyers
and sellers into account
– Guides everyone in the market to the best
outcome
– Economic efficiency
• Free markets
– Best way to organize economic activity
30
part.
ASK THE EXPERTS
Supplying Kidneys
“A market that allows payment for human kidneys should be
established on a trial basis to help extend the lives of patients
with kidney disease.”
part. 31
Should There be a Market for Organs? Part 1
• “How a mother’s love helped save two

lives”
– Ms. Stephens - her son needed a kidney
transplant
– The mother’s kidney was not compatible
– Donated one of her kidneys to a stranger
– Her son was moved to the top of the
kidney waiting list
part. 32
• Questions
– Trade a kidney for a kidney?
– Trade a kidney for an expensive,
experimental cancer treatment?
– Exchange her kidney for free tuition for
her son?
– Sell her kidney for cash?
part. 33
• Current public policy

– Illegal for people to sell their organs
– Government has imposed a price ceiling
of zero: shortage
• Large benefits to allowing a free market
in organs
– People are born with two kidneys
• Usually need only one
– Few people – no working kidney
part. 34
• Current situation
– Typical patient waits several years for a
kidney transplant
– Every year, thousands of people die
because a kidney cannot be found
part. 35
• Allow for kidney market

– Balance supply and demand
• Sellers get extra cash in their pockets
• Buyers get to live
• No more shortage of kidneys
• Efficient allocation of resources
part. 36
• Critics: worry about fairness

– Benefit the rich at the expense of the poor
• Current system: is it fair?
– Some people have an extra kidney they
don’t really need
– Others are dying to get one
part. 37
Market Efficiency & Market Failure, Part 1
• Forces of supply and demand

– Allocate resources efficiently
• Several assumptions about how markets
work
1. Markets are perfectly competitive
2. Outcome in a market matters only to the
buyers and sellers in that market
38
part.
• When these assumptions do not hold

– “Market equilibrium is efficient” may no
longer be true
• In the world, competition is far from
perfect
– Market power
• A single buyer or seller (small group)
• Control market prices
• Markets are inefficient
39
part.
• In the world
– Decisions of buyers and sellers
• Affect people who are not participants in the
market at all
• Externalities - cause welfare in a market to
depend on more than just the value to the
buyers and the cost to the sellers
• Inefficient equilibrium - from the standpoint of
society as a whole
40
part.
• Market failure
– E.g.: market power and externalities
– The inability of some unregulated markets
to allocate resources efficiently
– Public policy
• Can potentially remedy the problem and
increase economic efficiency
41
part.

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Principles of Economics, Ninth Edition

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Buyer Willingness to Pay

• “How a mother’s love helped save two

• Current public policy

• Allow for kidney market

• Critics: worry about fairness

• Forces of supply and demand

• When these assumptions do not hold

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